To increase beef purchases during a time of year when sales can slump, the Federation of State Beef Councils and the Kansas Beef Council (KBC) placed advertisements on a popular online grocery retailer’s website from February to mid-March. Nationally, the ads were seen more than 57 million times, leading to $11.2 million in incremental beef sales. Incremental sales are those directly attributed to specific marketing efforts.
As part of the campaign, KBC funded extra advertising efforts specifically targeting consumers in Kansas and the Kansas City metro area, which led to a return on investment of $158.76. This means that for every advertising dollar spent on the campaign, there was $158.76 of attributed beef sales in the targeted areas.
“We have had great success in e-commerce advertising during heavy beef-eating months like the summer and winter holiday seasons, so we wanted to promote beef during National Heart Health Month and part of National Nutrition Month,” said KBC Executive Director Scott Stebner. “We want consumers to know that lean beef is a great option and associate it with a nutritious and heart-healthy diet.”
KBC plans to continue advertising through e-commerce sites during the grilling season.